The new brand plays a crucial role in showing the world why MCEC, and Melbourne, is the place to do business events.
In 2020 MCEC began using their space in unconventional ways, this included providing space for training Guide Dogs, opening Australia’s first Drive In (Door) Cinema, and partnering with food supplier Flinders & Co on a new wholesale product offering.
MCEC has partnered with FutureBrand Australia to create and deliver the brand’s transformation.
On MCEC’s new brand position, Rich Curtis, Chief Executive Officer for FutureBrand Australia said:
“MCEC is an experience that extends far beyond the four walls of traditional event space. Our work is focused on how we position and design the brand in ways that don’t reinvent it, but in fact strengthen it to surface their unconventional approach, showing what makes MCEC and their people truly special.”
“With the impact of COVID and how it has helped realise MCEC’s strengths in creativity and innovation, we created an identity that is meaningful, useful and beautiful both in physical and digital arenas. Ultimately, our work with MCEC embodies FutureBrand’s fundamental belief that while brands are created with purpose, they are defined through experience.”